The importance of organisational culture towards direct sellers’ communication competencies

• Main Author: Omar, Nuredayu
• Format: Article
• Published: American Scientific Publishers 2015
• Subjects: HF Commerce; P Philology. Linguistics
• Online Access: http://repo.uum.edu.my/21763/; http://doi.org/10.1166/asl.2015.6066

Organisational culture is very influential in the organisation’s efforts to lay the foundations and principles that can be practiced by all organisational members.In the context of direct selling business in Malaysia, artefact is the organisational culture element that has been distinguished as the element that can influence the direct sellers’ communication competencies. From observations of 33 direct selling conversations and in-depth interviews of 11 women direct sellers, this study found that trainings and storytelling are the artefact components that shaped the direct sellers communication competencies.The communication competencies that influenced by the organisational artefact are product knowledge, perspective-taking, cultural sensitivity, message delivery skills, and communication style.